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Soon: Swara Odishara on Sarthak TV
KOLKATA: Beginning 3 July, a musical talent hunt show, Swara Odishara will air on general entertainment channel Sarthak TV from the Sarthak Entertainment Group every Thursday and Friday between 9.30pm and 10.30pm.
Debi Prasad Padhi, marketing manager, Sarthak Entertainment Group, says, “We are coming up with a competitive reality show Swara Odishara. We expect a participation of more than 5,000 people. The one-of-its-kind musical talent hunt will have 21 episodes in all which includes the grand finale”
The actual duration of the show is 48 minutes while the target audience is CS 4+.
When asked about the USP of the show, Padhi says it will feature playback singers and musicians from both Bollywood and Ollywood (Odisha film industry). “It will have a high emotional connect and cut-throat competition as the selection of singers from the Odisha hinterland will be done by three of the best mentors. There will also be huge marketing opportunities at each location and level,” explains Padhi.
“Music is special for the Sarthak Group as ours is a phenomenal contribution to the music industry in the state for the past 32 years, with a library of over 20,000 songs. Ours is one of the best platforms for budding singers. We have a collection of 12,000 albums and devotional songs and an additional 4,000 film songs,” he informs.
Sarthak Entertainment Group has identified locations such as Balasore, Berhampur, Cuttack and Bhubaneshwar for the first and second round of auditions for the show. Zeroing in on talent and forming teams will be the job of the celebrity mentors including Bollywood and regional playback singer Shaurin Bhatt, Oriya singer Sritam Mohanty and music composers Bikash Mishra and Manmath Mishra. The contestants selected after rounds one and two will have to face a higher level of audition at the same location to be part of the top 24 finalists.
The judges include singer Namita Agrawalla, singer/lyricist/music director Srikant Goutam and music and movie director Malaya Mishra. However, for the elimination rounds, the judges will be Sravan, Kumar Sanu, Lalit and Sanjeev Darshan while for the grand finale, they will include Md Ajiz, Suresh Wadekar, Namita Agrawalla and Udit Narayan.
The show will be hosted by debonair Oriya hero Debasish.
While the presenting sponsor was supposed to be Idea initially, it is now Lalchand Jewellers. It will be called “Lalchand Jewellers Swara Odishara powered by Pran Foods,” reveals Padhi.
About Lalchand Jewellers showing interest in such a show, a media expert says, “Name anything with reach, brand enhancement brand recall….such shows give superb mileage.”
Replying to a question about TRPs and advertising rates expected, Padhi says, “We are expecting a TRP of 3-4+ in CS4+ TG and targeted advertising rates are Rs 10,000 for 10 seconds.”
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
